The landscape of high-end whiskey festivals across America is getting a significant overhaul. Dan Abrams, who started The Daily Pour media company, just announced that his flagship whiskey event is doubling down on its national presence by absorbing another major player in the space.
Starting in 2026, Whiskey Washback—the main festival run by The Daily Pour—will grow from five cities to seven. This expansion comes through bringing in WhiskyX's established markets, existing relationships with brands, and the hands-on elements that made WhiskyX events distinctive. The result creates what's being called the biggest platform for premium whiskey events anywhere in the country.
This isn't The Daily Pour's first rodeo when it comes to acquiring festivals. The company picked up both Whiskey Washback and Arte Agave festivals back in 2024. More recently, they put together the first major non-alcoholic spirits festival for everyday consumers in the United States, called Drinks with Benefits. All of these moves fit into a bigger picture strategy that connects their spirits media coverage with a growing network of social media personalities who focus on drinks.
Brian Murphy, who had been running WhiskyX as CEO, isn't disappearing from the scene. He's stepping into a role as Senior Strategic Advisor for The Daily Pour, where he'll help guide how WhiskyX's approach to creating experiences gets woven into what The Daily Pour does going forward. The setup gives brands that had been working with WhiskyX a straightforward way to keep their involvement through Whiskey Washback and other events under The Daily Pour umbrella, while also getting access to more cities and more people across the nation.
"This expansion solidifies us as the national leader in premium whiskey experiences," said Daily Pour founder Dan Abrams. "We're excited to build on the successes of both The Daily Pour and WhiskyX, with plans for exponential growth in 2027. This is just the beginning."
Murphy seems pleased with how things worked out. "I am very grateful to Dan Abrams and the entire Daily Pour team for stepping in to build a solution that both honors our brand partners and elevates the industry. This collaboration will create truly best-in-class experiences in premium spirits," WhiskyX CEO Brian Murphy added.
For anyone who's been following the craft spirits scene over the past few years, this consolidation makes sense. The market for premium whiskey events has gotten increasingly crowded, with festivals popping up in cities from coast to coast. Having two major players combine forces means less competition and more resources to put toward making each event better. It also means brands that want to reach whiskey enthusiasts don't have to split their budgets and staff between multiple festival series.
The timing is interesting too. Whiskey has been on a tear in terms of popularity, with American bourbon and rye experiencing a renaissance that shows no signs of slowing down. Scotch continues to have devoted followers, and Japanese whisky has gone from niche curiosity to mainstream phenomenon. Add in the explosion of craft distilleries across the country, and there's never been more whiskey to taste and learn about.
What sets these premium festivals apart from your average bar crawl or liquor store tasting is the level of access they provide. Attendees typically get to sample rare bottles that would cost hundreds of dollars to buy on their own, meet master distillers and brand ambassadors, and learn about the production process in ways that deepen their appreciation for what's in the glass. For serious whiskey drinkers, these events are part education, part networking, and part treasure hunt.
The expansion to seven cities means more people in more markets will have access to these experiences without having to travel as far. While the specific cities for 2026 haven't been detailed in the announcement, the integration of WhiskyX's key markets suggests the festival series will have a wider geographic spread than before.
Abrams has been building The Daily Pour into more than just a festival company. Founded in 2024, the platform uses an AI-powered app alongside a substantial social media presence to help people figure out what to drink. The focus spans whiskey, tequila, agave spirits, and even the growing category of non-alcoholic options. By combining media coverage, social influence, and in-person experiences, they're creating multiple touchpoints with consumers who are passionate about premium spirits.
The reference to "exponential growth in 2027" in Abrams' statement suggests this seven-city expansion is just phase one of something bigger. Whether that means more cities, more types of events, or expansion into other spirits categories remains to be seen. But the message is clear—they're not planning to stand still.
For the brands that pour at these festivals, the consolidation could be either a blessing or a challenge. On one hand, dealing with a single major platform simplifies logistics and potentially reduces costs. On the other hand, having less competition in the festival space means less leverage when negotiating sponsorship deals and participation fees. The Daily Pour's promise of broader reach might offset those concerns, especially for brands looking to build national awareness.
The whiskey community itself—the enthusiasts who attend these festivals—will ultimately decide whether this expansion delivers on its promise of "best-in-class experiences." That crowd tends to be discerning. They know their mash bills from their mashups, can debate the merits of different aging techniques, and have strong opinions about everything from chill filtration to cask finishing. If the events maintain quality while expanding quantity, it should work out well for everyone involved.
Details about the 2026 schedule, how to buy tickets, and information for brands interested in sponsorship opportunities are available through the Whiskey Washback website. As the calendar flips into the new year, whiskey fans across the country will be watching to see which cities make the cut and what surprises the expanded festival series might have in store.
The consolidation also speaks to broader trends in the experiential events industry. After taking a massive hit during the pandemic, in-person tasting events and festivals have roared back with renewed energy. People who spent months or years drinking alone at home have shown they're eager to gather with fellow enthusiasts, try new things, and make memories around shared interests. The success of The Daily Pour's various festivals suggests there's substantial appetite for well-executed events in the premium spirits space.
Whether this creates a monopoly or simply establishes a market leader depends on how other players in the space respond. Smaller regional festivals will likely continue to thrive by offering more intimate experiences or focusing on specific sub-categories within whiskey. But for brands and consumers looking for large-scale, professionally run events with national reach, The Daily Pour's expanded Whiskey Washback series is positioning itself as the go-to option.
As Murphy transitions from CEO to advisor, his experience and relationships built over years running WhiskyX will presumably help smooth the integration. Anyone who's been through a merger or acquisition knows that combining two company cultures and operational approaches rarely goes perfectly smoothly. But with Murphy involved in the transition, the institutional knowledge and brand relationships WhiskyX built up won't simply disappear—they'll be channeled into making the expanded platform work.
The whiskey world keeps evolving, and now the way people experience it at festivals is evolving too. Whether you're a bourbon devotee, a Scotch loyalist, or someone who just enjoys a good dram regardless of origin, the expansion of Whiskey Washback means more opportunities to explore, learn, and connect with others who share your passion. And in a hobby that's ultimately about savoring good spirits with good company, that's worth raising a glass to.
